Tag: Dixcy Scott

Zee TV gets ratings boost from Zee Rishtey Awards

MUMBAI: Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which is the highest across awards shows in the category.

The company attributeed the award show and its fiction shows for the increase in ratings. The Zee Rishtey award was presented by Dabur Almond Hair Oil, co-powered by Nerolac Paints, Brooke Bond Red Label and Himalaya Anti- Hairfall Shampoo; special partner Dixcy Scott, Jewellery partner Malabar Gold and Diamonds; partnered by Parle Milano.

Zee TV business head Aparna Bhosle said, “The success of our prime-time fiction shows stands testimony to the strengthening of our relationship with our audiences. We are humbled with the response we have received for Zee Rishtey Awards that had a strong differentiator this year – not only was it the first time ever that a broadcaster got a real life couple who were ardent fans of our shows, married at an annual awards show but the unique manner in which we could bring the entire Zee family of stars together as baraatis for #ZeeTVKiBetiKiShaadi on such a grand scale had viewers hooked. It has been our constant endeavour to bring novel concepts that resonate with our audience and create memorable experiences. As always, we will continue to strive to deliver the highest standards of storytelling and content offering to our viewers. We look forward to all our partners’ continuous support to chart a stronger success story year on year.”

Along with the success of Zee Rishtey Awards, three out of five weekday top fiction shows (Urban numbers) are from Zee TV – Kundali Bhagya with 7674 TVTs, Kumkum Bhagya with 6374 TVTs and Ishq Subhan Allah with 5700 TVTs. Zee TV has also been a consistent slot leader at 7 pm (Yeh Teri Galiyaan), 8 pm (Guddan… Tumse Na Ho Paega), 9:30 pm (Kundali Bhagya) and 10:30 pm (Aapke Aa Jaane Se) at HSM – (Urban + Rural) in the last four weeks- wk 41 to wk 44’18.

November 17, 2018
Salman endorses ‘fully fantastic’ Dixcy

MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

Dixcy Scott founder Premji Sikka said, “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So, in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.”

Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “This campaign marks the return of a lethal combination — Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses.”

Ogilvy India CEO Kunal Jeswani inserted, “So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right.”

Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

September 27, 2016
Salman endorses ‘fully fantastic’ Dixcy

MUMBAI: Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

The humorous ad highlights Dixcy Scott’s fit and quality. The film has been conceptualised by Ogilvy Advertising. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman is seen in a new light in this campaign, as Dixcy Scott moves away from action-oriented campaigns.

Dixcy Scott founder Premji Sikka said, “The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So, in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range.”

Dixcy Scott director Raghul Sikka added, “The campaign is now consumer-focused whereas the earlier campaigns were trade-led.”

Ogilvy South Asia executive chairman and creative chairman Piyush Pandey said, “This campaign marks the return of a lethal combination — Dixcy Scott and Salman Khan. In this campaign, we decided to leverage Salman for his great ability to pull off humour in way that connects with the masses.”

Ogilvy India CEO Kunal Jeswani inserted, “So much advertising today hesitates to deliver a great functional benefit. And the ones that try to do it end up being so boring that consumers show zero interest. This one gets it right.”

Being one of the youngest, big players in the category, Dixcy Scott faces stiff competition from established players.

Madison Media Sigma CEO Vanita Keswani added, “To reach out to consumers effectively and in a holistic way, the campaign will run across TV, print, digital, OOH and theatres countrywide.”

September 27, 2016
Carat bags Popees Baby Care’s media duties

MUMBAI: Carat is on a winning spree. After adding accounts like Sony India, Dixcy Scott and Garuda Foods to its client kitty just last week, Carat has bagged yet another media account to boost its client roster.

The agency will now handle the media mandate of Popees Baby Care products that manufacture clothing for kids in the age group of one-six years. The agency will handle the account from its Kochi office. It won the account in a multi-agency pitch.

Popees Baby Care managing director Shaju Thomas said, “We welcome Carat Media to the Popees family as we look forward to making brand Popees more reachable to our customers, keeping the vision of the company intact. Carat’s differentiated media approach made us re-think about our overall media strategy and we decided to make our journey along with the dedicated Carat team.”

Carat South SVP Joydeep Raha added, “We are delighted and honored to have Popees on board as our esteemed client. Our Carat Kochi team, led by Mr Ananth Narayan, did a remarkable job in demonstrating customized solutions in line with their tasks. We look forward to partnering with Popees to take them to new heights in the future.”

Popees is a Kerala based company founded by Shaju Thomas. The company, which began in 2005, has various brands under its portfolio including Ourkids, Pomees, Junior Popees and Vanchris.

April 8, 2015
Carat bags Dixcy Textiles’ media account

MUMBAI: After witnessing a successful year in 2014, Carat Media, the media communication specialist from the Dentsu Aegis Media stable is in no mood to slow down.

The agency has added Dixcy Textiles, producers of the national brand Dixcy Scott, to its client kitty. MEC Chennai was the incumbent on the account, the size of which is estimated to be around Rs 25 crore. Carat won the account in a multi-agency pitch and will handle it from its Bangalore office.

Dixcy Scott has roped in Bollywood actor Salman Khan as its brand ambassador. With a brand proposition that stands for, “The ultimate winner,” the idea is to use Khan’s image to showcase life’s winning moments, dovetailed seamlessly through Dixcy’s various product range. The campaign is slated to break nationally on television in April this year.

Dixcy Scott director Raghul Sikka said, “We were looking out for a media partner, who could deliver fresh perspectives in terms of planning and execution in reaching out to the target audience. We found that partner in Carat.”

Carat – South senior VP Joydeep Raha added, “We are delighted to have been appointed by Dixcy Textiles. Through our proprietary cutting edge Carat tools we are doing some interesting work that enables us to design consumer centric, integrated and engaging solution and we look forward to partnering with Dixcy to take it new heights in the future.”

Carat MD Kartik Iyer said, “We look forward to working with Dixcy in its growth plans and will bring to bear all of our cutting edge tools and technologies to deliver ‘Digitally Ahead, Integrated’ solutions. We are truly honoured to have been chosen by Dixcy and look forward to a long relationship with them in the years to come.”

March 24, 2015
MEC India bags Dixcy Scott’s media biz

MUMBAI: MEC India has been awarded the media duties for the innerwear brand Dixcy Scott, following a multi-agency pitch.

The agency‘s Bangalore office will handle the account.

Dixcy director Raghul Sikka said, “We have very aggressive plans for the coming year and we wanted a like-minded partner on board. It was a tough fight between equally competent agencies. We believe we have found that partner in MEC. We look forward to working with MEC”.

Dixcy Scott heads – advertising and promotion Ganesh Sharma added, “Being a low involvement category, our media product needs depth coupled with an innovative approach to reach our target audience, which will eventually deliver the desired results for us”.

MEC India MD T Gangadhar said, “Dixcy is a key player in the Indian innerwear market and we are delighted to have them on board. We look forward to a mutually rewarding association”.

For the record, MEC, a GroupM agency, has a repertoire of clients that include Colgate Palmolive, Britannia, Reliance Industries, LG, Honda, FlipKart, Citibank, Nivea, Zee Network, CavinKare, DHL, Jaypee Group and Accenture.

March 26, 2013